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Purple / National Gypsum

Submitted By Marty Kelso

Description

In this TV spot, a house-hunting couple gains a new appreciation for walls when their realtor leads a surreal home tour showcasing the strength, resilience and value of PURPLE drywall.

Objective

Drywall is generally considered a commodity product with zero brand awareness. National Gypsum wanted to shift the entire category, moving the focus from its traditional core trade audience to homeowners. With a trademarked product color and a strong call to action (“Ask for Purple”), this spot provides education on the importance of choosing the right walls while keeping viewers entertained with the eye-popping possibilities that lie just beneath the paint.

Technical Challenge

The deadpan magic of a realtor and her clients exposing entire chunks of wall presented a unique challenge for the production company. Shot in a real home, the spot required extensive CGI and visual effects to create an off-kilter environment where a baseball bat thwacks against drywall without making a dent, a bathroom wall peels back like a shower curtain, and every surface, angle and crevice of a contemporary great room is covered in purple drywall and white finishing compound. The message: Look at walls in a whole new way. The result: Mission accomplished.

Client

National Gypsum

Industry

Construction

Agency

Luquire George Andrews
www.lgaadv.com

Media

Television

Market

Construction

Credits

Account Executive

Philip Tate

Art Director

Kate Daughtry

Creative Director

Steve Dunkley, Marty Kelso

Director

Justin Corsbie

Music & Sound

Yessian

Producer

Halle Griffee

Production Company

Syntheic Pictures

Writer

Rob Healy

Views

605

 

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